What the Heck is Inbound Marketing? HubSpot

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  1. 1. Downloadtheseslides: SlideShare.net/HubSpot What the Heck is Inbound Marketing? EllieMirmanRebeccaCorliss InboundMarketerInboundMarketer HubSpot HubSpot Twitter:@ellieeille Twitter:@repcor
  2. 2. Agenda Inbound vs. Outbound Marketingg Inbound Marketing Basics Case Studies A Day in the Life of an Inbound Marketer
  3. 3. Outbound Marketing800-555-1234AnnoyingSalesperson
  4. 4. Inbound MarketingBloggSEO SocialMedia
  5. 5. Rethinking Marketing Outbound MarketingInbound Marketing Telemarketing SEO / SEM Trade shows Blogging Direct mail Social Media Email blasts RSS Print ads Free tools/trials TV/radio ads Viral marketingg Interruption Permission
  6. 6. Our Universe
  7. 7. Agenda Inbound vs. Outbound Marketingg Inbound Marketing Basics Case Studies A Day in the Life of an Inbound Marketer
  8. 8. Inbound Marketing BasicsBlog/ Blog /ContentSocial SEO Media
  9. 9. Basic #1 Publish, Dont AdvertiseThink like a publisherThinkpublisher-- David Meerman Scott
  10. 10. What to Publish? Blogg Podcast Videos Photos Presentations eBooks News Releases
  11. 11. Where to Publish?
  12. 12. You Might Not Know Blog before you ha e a prod cto have product Blog before you have a website Blog before you have anything All you need: a rough market and some ideas A blog can launch a company
  13. 13. Biggest Blogging Mistake Dont use a free URL from a blog service HubSpot.blogspot.com NO! HubSpot typepad com NO! HubSpot.typepad.com HubSpot.wordpress.com NO! Blog.HubSpot.com Yes HubSpot.com/Blog Yes SmallBusinessHub.com Yes
  14. 14. Basic #2 SEO
  15. 15. 25% On-Page (Visible) SEO 75% Off-Page SEO (Links)HubSpotInternetMarketing (www.HubSpot.com) OnPageSEO 25% OffPageSEO 75%
  16. 16. Basic #3 Social Media Flickr:TECHcocktail
  17. 17. Exponential Effects SocialMedia S i l M diSEO Even More Traffic EvenMoreTraffic MoreTraffic EvenMoreLinks Blogg MoreLinks MoreContentMore Links
  18. 18. Basic #4 Measurement Flickr:noblelgnnoble Flickr:noblelgnnoble
  19. 19. Website Grader MoremeasurementtoolsatGrader.com
  20. 20. Agenda Inbound vs. Outbound Marketingg Inbound Marketing Basics Case Studies A Day in the Life of an Inbound Marketer
  21. 21. Case Study: Will It Blend? Blog / Content 74 videos 2m YouTube channel views SEO Page 1 for blend blend 55,000 inbound links Social Media 83,000 channel subscribers Over 500 Facebook groups 5 Digg front page stories
  22. 22. What Else Will It Blend? Should Do Better on-page SEO Tom Dickson needs a Facebook profile Encourage others to create content Promote others coverage of them
  23. 23. Case Study: Website Grader Blog / Content 750,000 reports generated SEO Page 1 for SEO Score, website SEO, etc. 34,000 inbound links Social Media 4,600 Del.icio.us bookmarks 25,000 visitors from StumbleUponp
  24. 24. What Else Website Grader Should Do B ild a better Facebook gro p Build group Create more content with WSG data Some sort of contest?
  25. 25. Agenda Inbound vs. Outbound Marketingg Inbound Marketing Basics Case Studies A Day in the Life of an Inbound Marketer
  26. 26. A Day in The Life of Inbound Marketing 8:00 - 8:30 am: Check blogs, Facebook and Twitter Leave some comments Add some new friends1. Publish2.2Monitor 8:30 - 9:30 am: Publish new blog article Post link on Twitter and Facebook3. Promote 3:00 - 3:30 pm: Someone says nice stuff about you Vote for it on StumbleUpon, Digg, etc. Post link on Facebook and Twitter Email friends/employees to promote it3:30 4:00 pm: Review SEO results Make a couple tweaks to on-page SEO
  27. 27. Monitor Articles
  28. 28. Monitor Sharing
  29. 29. Monitor Discussions
  30. 30. RSS Simplifies Monitoring
  31. 31. Promote Your Content
  32. 32. Promote Your Content
  33. 33. Promote Flattering Content
  34. 34. (Free) Tools of the Trade Google Alerts Search.Twitter.com Facebook Twitter StumbleUpon Website Grader
  35. 35. Thank You!Free Tools: http://Website.Grader.com http://Website Grader comhttp://PressRelease.Grader.comhttp://Twitter.Grader.comhttp://Twitter Grader comhttp://Facebook.Grader.comEllieMirman RebeccaCorliss InboundMarketer Inbound MarketerInboundMarketer Inbound Marketer HubSpot HubSpotTwitter:@ellieeilleTwitter:@repcor